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Un approccio duale al marketing esperienziale: divertimento e approfondimento nell'immersione
Journal Title: MERCATI E COMPETITIVITÀ 
Author/s: Antonella Carù, Bernard Cova, Lionel Maltese 
Year:  2008 Issue: Language: Italian 
Pages:  24 Pg. 17-40 FullText PDF:  129 KB

A Dual Approach to Experiential Marketing: Entertainment and Reinforcement - Based on two case studies stemming from two continents (America and Europe) and from two different sports (horse racing and tennis tournament), this paper puts to light the twin track strategy companies are implementing when developing experiential marketing. One hand, they broaden their offering of experiences by including different sorts of peripheral entertainment for the consumer. On the other hand, they deepen their offering of experiences by helping the appropriation process of the core experience by the consumer. This dual strategy targets both novices and experts through the combination of diverse tools and actions supported by the latest technological developments. Keywords: immersion, appropriation, entertainment, consumption experience, experiential marketing, events.

Antonella Carù, Bernard Cova, Lionel Maltese, in "MERCATI E COMPETITIVITÀ" 4/2008, pp. 17-40, DOI:

   

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